On top of all the usual financial pressures on hospitals and health systems, the additional constraints from labor shortages and higher inflation costs after the COVID emergency are not helping. Now is a time when health systems and hospitals are looking at all potential methods of attracting more patients to increase revenue. That’s where ‘intelligent marketing’ can help — if it’s done right. But what is the optimal way to allocate your marketing dollars? Is there a better way than a billboard out by the highway? You need to reach not just people in your geographic area but to engage them in the message, so they know that you’re there for them when the need and time are right.

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